When it comes to design, marketers are already
using data to move the needle when designing relevant user experiences. Henry's Digital Marketing Blog has
a post covering
tools like Crazy Egg that companies are
using to gather data on the way their websites are being used. As big data
gets even bigger we will begin to see creative companies utilizing this data to
create models and tools that will lead to improved user experience design. Experience Dynamics created
an infographic of 30
User Experience Statistics that should not be ignored. While the
infographic is starting to age, it still offers amazing insight into online
user experience and explains some important aspects of how user experience can
impact a company’s bottom line. Based on this infographic, here are some user
trends to look out for.
Efficiency
According to the infographic, 79% of users will abandon a
site and search for another to complete the task if they do not like the
experience. Mobile users are five times more likely to abandon a site if it isn’t
optimized. While this information may seem obvious, it is extremely telling of
just how willing users are to find the site with the best experience. Users
will move onto another website if a site isn’t easy to use. As technology
advances and brands use their data to improve products, user experience will
become one of the defining differentiating factors for brands online.
Understanding what makes a good user experience (right now it’s a solid mobile
website) is crucial for brands, and will continue to be crucial as companies
progress forward.
Online
Conversions
It is no secret that the mobile experience directly
contributes to online sales. 81% of shoppers research products and services
online before they buy. 60% of consumers exclusively use mobile to make
purchase decisions. If this isn’t enough information to convince brands to
think mobile first, two out of three mobile users researching a product are looking
to make a purchase the same day. In a world where the majority of the
population checks their smartphone before even stepping out of bed in the
morning, optimizing user experience for mobile is one of the most important
things a brand can do. Keeping on top of mobile trends for user experience will
help companies convert customers online, and continue to differentiate them in
their category space.
Local Search
Mobile usage isn’t just important for online conversions. According
to the infographic, 94% of smartphone users search for local information on
their mobile phones. Searching is one thing, but 80% of local searches on
mobile phones convert - small local businesses need to take note. User
experience isn’t just to optimize the ecommerce experience anymore. The
argument that local businesses do not need to optimize online is completely
inaccurate. The opposite is actually true. Small local businesses benefit from
being able to use long-tail search terms and search terms to improve their
local SEO. Local businesses can make it easier for users to find them by optimizing
their online content. They differentiate themselves from lager competitors by
enhancing the experience for local users.
As companies continue to utilize big data to make changes to
their online content, user experience will continue to be a differentiating
factor for brands. Ensuring that sites have optimal experience will make them
more efficient, and lead to more online conversions. Optimal user experiences
are making local brands even more relevant and can help level the playing field
for small businesses.
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